Lexus is a luxury extension of the well-known reliable brand Toyota. Tough competition from the industry giants, along with their precision engineering, is affecting Lexus brand value in the luxury automobile category. 

 

Based on a study of country brands carried out by FutureBrand (creative consultancy firm) in 2014-15, Japan was crowned the number one brand in the world. The result shows that the public has the most positive perceptions towards Japan’s technology, high quality products, business potential and heritage.

 

Today, there is a shift in personal values among the affluent consumers, where there’s a growing demand on sustainability within the luxury market. 

 

Lexus, being the first to produce the world’s first luxury hybrid car and its consistent focus on delivering the most efficient cars, can make use of its unique strong culture to establish focus on its hybrid series. This allows the brand to align to the hype of sustainable luxury, at the same time targeting affluent customers who are environmentally conscious, seeking for efficiency and reliability.

 

Improve brand value by leveraging on the synergies between CULTURE (means of communicating values, beliefs and customs) and NATURE (core of sustainability).

 

The style is kept minimal by using neutral colour palette to create a calming effect to inspire a powerful cultural sense. 

 

 

 

Progress Shots

 

 

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Magazine Mockup - Main Ad

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